Why companies change the packaging of their products

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A product’s packaging is as important as the product itself; a product is part of the branding and it should communicate what a brand stands for.

Packaging is very powerful and it’s very interesting to me to see when a brand decides to change their packaging.

Derma E has announced a whole new packaging starting September 2016.

Derma E has been in the market since 1984 and they describe their passion to be:

We have high ethical standards and never compromise on skin health and safety. Our 100% vegan, cruelty-free formulas do not contain parabens, sodium lauryl sulfates, petrolatum, mineral oil, artificial colors, gluten, soy or GMO’s.” – http://dermae.com/about.html

Being a brand with so many years in the market, Derma E has decide to make this change to achieve a fresher look.

This brand has grown in the market and many people love their products (me included). Their products can be found in many retails stores such as: Whole Foods, Sprouts, Ulta Beauty and Target, so a packaging change is a really big deal for this brand.

This the old packaging:


and this is the new packaging:


Even if you are a small brand you should think carefully about your packaging. These are some key points to consider when creating a new packaging design for you product:

  • Know your demographic
  • Good packaging doesn’t have to be expensive
  • Make the package part of the experience
  • Use Eco-friendly options
  • Function of the packaging (protect the product)
  • Attraction
  • Differentiation


Personally I think Derma E did a great job with their new direction; it’s modern, fresh and it keeps their products up to date and in-line with what consumers desire.

Here is a sneak a peak of their new packaging:



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